Young Americans are expected to spend US$211 billion in 2012 and Apple is one of their favorite brands, according to the “2012 Harris Poll Youth EquiTrend” study by Harris Interactive (http://www.harrisinteractive.com/).
This annual study benchmarks the brands that America’s youth prefer and those that have the ability to dominate their industries’ youth market share. The 2012 report measures brand equity as an outcome of familiarity, quality, and purchase consideration among Americans, ages eight to 24.
In this critical sales ramp-up for the holiday gift-giving season, when technology prevails and computers, tablets, and mobile phones are at the top of wish lists, Apple brands are ranked highest among Americans, ages 13-24, in their respective categories. Macs, iPads, and iPhones are the highest ranked computers, tablets, and mobile phones brands, and are followed by Hewlett Packard, Motorola Xoom, and HTC, correspondingly.
“This is very good news for Apple and indicates that their master brand is very strong,” says Jeni Lee Chapman, executive vice president of Harris’ Brand and Communication Consulting practice shares. “To have this kind of significant edge among 13-24 year olds signifies that Apple has built a powerful equity base among their customers of today and their customers of tomorrow. Brands often struggle to maintain relevancy among different generations. This data shows that this is not going to be an issue for Apple.”